The terms "new morality" and "sexual revolution" have received increased public exposure in the past decade. The frequency of premarital relations seems to be "running ahead" of professed standards. Behavior changed during the 1920's, but norms for premarital morality did not change. However, since the twenties, these standards have been changing in the direction of sanctioning premarital relations when mutual love and affection exist. These more liberal standards have become dominant in the attitudes of college students. Unfortunately, they have been misinterpreted as evidence of a continuing increase in the frequency of premarital relations. The data presented indicate that the incidence rate leveled off after 1930. What has occurred is that standards are "catching up" with behavior. Counselors, educators and administrators must be cognizant of this changing culture. They must aim at enhancing the students' personal growth by (1) increased individual involvement with them, (2) more meaningful relationships, and (3) fewer normative regulations. (LS)